Lesson: Repetition makes meaning.
Part of what makes Hitchcock such a great filmmaker is how simple his messaging is. He doesn't try to say anything overly complicated with his shots, because communicating the simple stuff is hard enough.
Champagne, rough though it may be, provides some brilliant examples of how repetition creates meaning.
Repetition 1: "B46"
After our protagonist boards a cruise ship, an employee shows her a map of the vessel. We then fade from the map to its corresponding door:
With three wordless shots, Hitchcock communicates a simple fact: "She's now staying aboard the ship."
The repetition of "B46" does the heavy lifting here, because its inclusion in the latter two shots points to an even simpler unit of meaning: "The room she's about to enter is aboard the ship."
This seemingly trivial clarification is in fact crucial to the story, as her arrival on the ship was less than traditional (she was rescued from a sinking plane in the middle of the Atlantic). Cutting straight to her in the room might have left us confused as to whether we're on land or at sea.
Repetition 2: The Satchel
When her father's fortune runs dry, our protagonist hatches a plan to sell her jewelry to make ends meet.
Again, a key object persists between shots: the satchel. And again, Hitchcock is making a very simple statement with this repetition: "She's lost the last of her riches."
If we zoom in momentarily on the fade between the purse (open, and then closed), we can find an even simpler unit of meaning: "There's a bunch of valuable jewelry in that purse."
This simple statement sets up the stakes for the robbery such that, even though we don't see what the thief took, we know exactly what's missing.
Repetition 3: The Note
One transition in particular reveals just how far you can stretch the concept of repetition as a maker of meaning.
We cut from a note, given to her by a well-meaning acquaintance, to that same man's front door (which we've never seen before).
The repeated object is nothing more than a shape – a white rectangle, to be exact – but it tells us everything we need to know: "She is now at the door of the man who wrote that note." (And, presumably, she is in need of a friend.)
The Rule
A clear pattern emerges from these examples:
- "B46": The numbers stay the same – but the thing they're labeling changes.
- The Satchel: It's open in the first shot – but closed in the next.
- The Note: It's a white rectangle in the first shot – but transforms into a front-door placard.
In each transition, some visual element persists across the cut. And that repetition, coupled with a meaningful change, is what conveys the message – whether that's establishing a setting (boat), raising the stakes (jewelry), or revealing a character's motive (a note).
There's an obvious but often overlooked truth behind Hitchcock's famed visual efficiency: To be efficient, you first need to know what you're trying to say.
More often than not, this aligns perfectly with what the audience needs to know at any given moment. Hitchcock never assumes we understand what's going on. He knows it's his job to tell us.
Note: For more on this concept, check out Bruce Block's theory of contrast and affinity.